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The final quarter of the year can make or break your gift card program’s performance. While December may dominate the headlines, the merchants who win big are the ones preparing now, not when the holiday rush is already underway.
Last-minute shoppers may fuel a surge in sales, but they’re not the only driver. Across industries, from loyalty and HR to corporate gifting, businesses are also ramping up gift card purchases to meet seasonal demand.
The difference between capturing this opportunity and watching it slip away comes down to one thing: strategic preparation. Merchants who start early, optimize operations, and execute with precision will turn the seasonal surge into lasting revenue growth. This blog will walk through the key steps to set your program up for success.
Start Strong: Early Promotions Drive Bigger Holiday Wins
The question isn’t whether to launch holiday campaigns early, it’s how early you can start while keeping momentum through December. In B2B, businesses often begin buying gift cards as early as October to reward employees, engage users, and thank clients. Loyalty programs also see a surge, with consumers converting points into gift cards well before peak holiday shopping begins. These early conversions represent high-value buyers who redeem quickly and often.
To win in this crowded environment, your gift cards need to stay top of mind for business buyers making fast, high-volume decisions. The key is an “always-on” approach powered by consistent promotions and marketing. Consistency beats one-off bursts, and in B2B platforms, repeated touchpoints build awareness and preference for their users.Tailored offers further strengthen your position by capturing employee reward spend and loyalty redemptions before those funds go elsewhere.
Takeaway: Timing and consistency create the edge. Prioritize targeted promotions, employee benefits and loyalty redemptions early, then sustain promotions through holiday cutoffs to capture both business demand and last-minute consumer gifting. Reach out to brian.brearley@runa.io to discuss promotional opportunities for key buyers.
Operational Excellence: The Backend Powers Frontend Success
Marketing campaigns capture attention, but operational readiness converts that attention into sales and positive experiences. Your behind-the-scenes preparation determines whether holiday demand becomes profitable growth or operational chaos.
- Availability: Keep gift card inventory well-stocked and active. Merchants connected to Runa should ensure supply can handle B2B order spikes. If stock runs low, you risk losing large business purchases.
- Distribution: Confirm your gift cards are available across every business platform that aligns with your goals - from employee benefits platforms to loyalty programs and corporate reward channels. The broader the reach, the more sales opportunities. (Action: Review pending approval requests or connect with your partnership manager about new distribution opportunities.)
- Performance Monitoring Use Runa’s reporting dashboard to track activity weekly. On the main Overview tab, monitor order volumes closely and adjust stock as needed to stay ahead of demand surges.
- Technology Readiness: Stress-test systems in advance. Verify that processors can handle higher transaction volumes without delays. Set up clear escalation paths for processor, operations, or funding issues to keep B2B sales flowing smoothly. Set up direct communication channels with support teams for fast resolution, and work with your Runa Partnership Manager to get the right contacts in place.
Partner with Runa: Transform Holiday Preparation Into Competitive Advantage
Holiday gift card success requires more than good intentions or seasonal campaigns. It takes infrastructure that scales, systems that perform under pressure, and a partner who understands how to turn complexity into growth.
That’s where Runa comes in.
- Scalable Infrastructure: Our platform manages distribution, performance monitoring, and technical scalability so you can focus on selling.
- Reliable Performance: When holiday volumes surge, our systems remain stable and responsive, keeping your revenue opportunities intact.
- Speed & Agility: While competitors struggle with bottlenecks, Runa optimizes in real time, backed by 24/7/365 support.
- Strategic Growth Support: Beyond technology, we help you identify promotional strategies, timing, and operational priorities that strengthen holiday performance and drive long-term program growth.
At Runa, your success is our success. By partnering with us, you transform holiday preparation from a high-stakes scramble into a sustainable competitive edge.
Ready to make this holiday season your gift card program's biggest success? Reach out to partnerships@runa.io to get started on holiday prep today.
